Jägermeister logo orange
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Our commitment to putting consumers at the center of our development processes is clearly reflected in this product.”
Dr Berndt Finke, Mast-Jägermeister Vice President Products & Quality, added, “Only natural ingredients are used in Jägermeister Orange. The Orange Era is a great example of how strong collaboration between brand, retailer and airport brings our promise of a spectacular assortment to life.”
“We are excited and proud that The Orange Era is starting its journey in travel retail at our Heinemann Shop at Frankfurt Airport,” agreed Gordana Schiel, Managing Director, Frankfurt Airport Retail.
“It is important to us to not only excite our customers with new products but also to create an atmosphere in the shop that invites them to linger and this is exactly what we have achieved together with Jägermeister.”
Chris Madden
Jägermeister Orange to launch in GTR
Mast-Jägermeister has unveiled a new orange flavour of its herbal liqueur, which will be available in select markets and global travel retail from April.
Based on Jägermeister’s original herbal liqueur, the new orange flavour combines the fresh, fruity taste of the essence of oranges and mandarins, complemented by a fine herbal note and a subtle bitterness.
The introduction of Jägermeister Orange follows a successful test launch in the Czech Republic and Slovakia, where sales ‘exceeded expectations’.
Now, Mast-Jägermeister is now rolling the expression out into other domestic markets, including Germany, Austria, Croatia, Hungary, Slovenia and Norway, as well as airports in global travel retail.
Tobias Witte, Mast-Jägermeister vice-president global travel retail, said: “We are delighted to introduce consumers in airports around the world to Jägermeister Orange.
With an ABV of 33%, Jägermeister Orange offers a fresh taste experience, to be enjoyed as an ice-cold shot.
The introduction of Jägermeister Orange follows a successful test in the Czech Republic and Slovakia where sales exceeded expectations. The ingredients of these botanicals are extracted through a maceration process and combined to form the base, which matures in wooden barrels for a year to develop the unique flavour.
The high-quality citrus oil extract is then added to the base spirit to create this new expression.
Dr Berndt Finke, Mast-Jägermeister SE vice-president products and quality, explained: “Only natural ingredients are used in Jägermeister Orange.
The valuable ingredients of these botanicals are extracted through a maceration process and combined to form the base, which matures in wooden barrels for a year to develop the unique flavor. We are talking to them and bringing people into the brand who didn’t necessarily have any touchpoints with Jägermeister yet.”
A fresh expression
The new Jägermeister Orange is a fruity take on the classic Jägermeister shot, created by adding oils from Sicilian orange and mandaring peels to the traditional formula.
So, it’s important to stand out and excite and that Is what we try to do.”
The debut at Frankfurt Airport is a continuation of a long-standing partnership between Mast-Jägermeister and Gebr. “Because nobody has Jägermeister on their shopping list.
Welcome to the Orange Era: Jagermeister unveils new disruptive campaign at Frankfurt Airport
Mast-Jägermeister has launched its new Orange Era campaign at Frankfurt Airport, with a “disruptive” activation space celebrating the launch of the brand’s latest iteration, Jägermeister Orange.
The new flavour of the iconic herbal liqueur was unveiled to the travel retail market in April, with its sights set firmly on attracting new customers to the brand, particularly female and Gen Z shoppers.
The new travel-retail exclusive Orange Era campaign is crafted with this focus in mind, with striking visuals, a tasting bar and a phone booth photo station.
The Frankfurt Airport activation, launched in partnership with Gebr.
Picking up the phone triggers music and a glitter ball, while props including orange sunglasses can be used to create commemorative photos, both on phones or on Polaroid cameras.
The engagement has been tailored specifically to the interests of younger consumers
“It’s a new product that is showing consumers a different side of the brand that they don’t know yet, and the target is Gen Z,” Witte told DFNI.
“So, it’s a rejuvenated target group, younger target group of legal drinking age shoppers.
The high quality citrus oil extract is then added to the base spirit.
.
We invite them in, we speak to them in their language.“So, we came up with the Orange Era. We’ve come up with a campaign that is modular and works across different spaces; each airport is a unique space.”
She continued: “People are vital, it’s word of mouth in this generation.
Mast Jägermeister is now rolling it out into other domestic markets, including Germany, Austria, Croatia, Hungary, Slovenia and Norway, as well as airports in global travel retail.
Jägermeister Orange will join Jägermeister, Jägermeister Manifest and Jägermeister Cold Brew Coffee on shelf. Sustainable sourcing and quality processing are of paramount importance.
We use a particularly gentle process to extract the essential oils to ensure that the fruity flavor is intensively accentuated.”
Jägermeister Orange is based on the original herbal liqueur made from 56 herbs, flowers, roots and fruits. Heinemann, and the retailer’s Frankfurt joint venture Frankfurt Airport Retail.
Gebr.
We use a particularly gentle process to extract the essential oils to ensure that the fruity flavour is intensively accentuated.”
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A brand new ice-cold shot: Mast-Jägermeister introduces Jägermeister Orange
Made with Sicilian oranges: Introducing Jägermeister Orange
German drinks specialist Mast-Jägermeister is set to launch Jägermeister Orange into global travel retail from April 2025.
Based on the original herbal liqueur, the new Jägermeister line combines the power of the orange – a fresh, fruity taste of the essence of oranges and mandarins – with a fine herbal note and a subtle bitterness.
Heinemann Head of Buying Spirits Manuel Schilling said: “Jägermeister Orange perfectly embodies what we at Gebr. It fits perfectly in our portfolio and gives consumers a new taste experience, introducing new, younger LDA drinkers to the brand.”
Gunar Splanemann, Mast-Jägermeister Director Global Innovation & Design, commented, “Jägermeister Orange was developed in response to consumer needs and crafted with a high level of market involvement and insights.
Heinemann strive for in travel retail: an extraordinary shopping experience that surprises and delights. Our commitment to putting consumers at the centre of our development processes is clearly reflected in this product.”
Jägermeister Orange is based on the original herbal liqueur made from 56 herbs, flowers, roots and fruits. It has to be TikTok-able or Instagram ready, so people need word of mouth.
It’s the first time we have done this; we have brought it out of store, having listened to consumers, and I think this will be a game-changer in how we do things in the future.”
In-store, the phone booth photo station is a key touchpoint, with visitors getting the change to “explore the musical vibe” of the Jägermeister Orange release.
The resulting zesty spirit is presented in a clear glass bottle, a departure from the brand’s traditional dark aesthetic.
At the heart of the new release is a desire to educate and engage new consumers.
“It’s putting the traveller into focus and being disruptive,” Witte enthused. Sustainable sourcing and quality processing are of paramount importance.
“The oil from the peel of oranges and mandarins comes from a select region of Sicily, where fruit with a full-bodied flavour grows.